The Re-Invention of Media

October 1, 2014

Media is important. Perhaps that We believe that smart marketers goes without saying, given that it will be paying greater attention typically accounts for 70% or more to three key areas to ensure that of most brands' marcoms spend. they benefit from the competitive However, most marketing directors advantage that media can bring: still spend less than 10% of their Attention to technology, talent and time on media and our work transparency with some of the world's biggest advertisers shows that companies A changing industry are still not investing sufficiently in Media as a discipline is now very the resources to manage the scale of broad, incorporating more than their investment in media. the simple planning and buying

This lack of interest in media of advertising space. At the same is perhaps understandable because time, the traditional processes media has historically been too of planning and buying media technical and cost-focused, all black boxes, trading smoke and mirrors and too often lacking in standout creativity.

However in recent years, media has come centre stage thanks to key changes to the marketing landscape – notably the rise of digital for starters, of which more later. These key changes mean that lack of technical media expertise should no longer be acceptable in well-run marketing organisations.

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